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Braun and Jessica Alba launch the Braun #breakfree campaign, calling on women worldwide to support and encourage each other in an effort to break free from self-doubt and feel their best.

The campaign is rooted in research* which shows that, woman-to-woman peer judgment, both perceived and real, can be a key contributor to self-doubt and hesitation, whilst positive endorsement is hugely uplifting and empowering to women.

Dr. Julia T. Wood, Professor of Humanities, University of North Carolina**, states, “Social media has made ‘endorsement’ quick and easy to communicate – it’s simpler than ever to say, share and show positive support. The flip side, of course, is that offering critique has become easier and more commonplace too, both on and offline. The good news though, is that we’ve seen from our research** that positive endorsement boosts confidence both in the short and longer term. It gives women the confidence to overcome peer judgment, break free from self-doubts and creates a virtuous circle where people pay it forward.”

The campaign is being launched by Braun, the world’s number one epilation brand and expert in hair styling. Braun beauty products seek to make women feel feminine by removing the physical barriers which can undermine their confidence. Now, Braun is prompting women to help break the emotional barrier, by parking judgment and instead positively encouraging other women. Alessandra Dolfini, Global Braun Marketing Director, explains, “Our beauty products help women to look their best and the research we commissioned shows that endorsing our fellow females helps them feel their best too. With so many of us being digitally connected, social media is a powerful tool for good so we are inviting women to share messages of support to the ladies they admire with the hashtag #breakfree – let’s start a sisterhood movement that’s too irresistible to stop.”

Jessica Alba, who was recently named as the brand’s new Beauty Ambassador, said, “I’m really excited to be working on this campaign as I completely relate to feelings of self-doubt and feeling judged but, happily, I also know personally how wonderfully empowering female endorsement is. I’m asking women to say, share and show their support to female friends, family, colleagues – sisters everywhere. Let’s give each other the confidence to break free from self-doubt and all walk that little bit taller,” said Jessica, “Think of a woman you admire and tell her today!”

Last month, Braun announced the signing of Jessica Alba and confirmed that the Golden Globe-nominated actress will be featuring in an integrated #breakfree campaign for Braun which will run across different touch points including, print, instore, digital/social media and TV – rolling out currently. Jessica will also star in a Braun Break Free Campaign video which will air from April.



*Braun commissioned Brighthouse to conduct research in March 2014

** The research was conducted by Brighthouse and informed by the academic work of Dr. Julia T. Wood, Lineberger Distinguished Professor of Humanities, University of North Carolina at Chapel Hill. Dr. Wood’s teaching and research focuses on gender, communication, and culture; personal relationships; and feminist theories. Since joining the faculty in 1975, she has authored or edited 24 books and over 70 articles and chapters in books, including Gendered Lives and the Sage Handbook of Gender and Communication, co-edited with Bonnie Dow.

About Procter & Gamble 

P&G serves approximately 4.8 billion people around the world with its brands. The Company has one of the strongest portfolios of trusted, quality, leadership brands, including, Always®, Ambi Pur®, Ariel®, Bold®, Braun®, Duracell®, Fairy®, Febreze®, Flash®, Gillette®, Head & Shoulders®, Iams®, Lenor®, Max Factor®, Olay®, Oral-B®, Pampers®, Pantene®, Vicks® and Wella®. The P&G community includes operations in approximately 70 countries worldwide. Please visit for the latest news and in-depth information about P&G and its brands.

About Braun

Braun, a subsidiary of Procter & Gamble founded in Germany in 1921, develops and manufactures a wide variety of small domestic appliances that marry technical innovation, reliable quality and distinctive design. These range from electric shavers to beauty products. Braun products enjoy worldwide distribution. Please visit for the latest news and in-depth information about the Braun brand.

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